Synthetic audiences have become a common tool within media agencies, but buyers drew a line at using them in programmatic buying. WPP Media’s latest move may redraw that line.
The British agency holding company’s media arm struck a partnership with Givsly, a tech company founded in 2019, to use synthetic audiences based in part on charity donation data to target media buys in the United States.
According to Tara Sadlak, group director of media delivery at WPP Media, early tests carried out across four beauty and fashion campaigns show a 2% lift in video completion rates, suggesting that more accurate targeting had led to higher engagement rates among audiences. Sadlak declined to name the brands in the test.
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